The Truth About Tubi

The Truth About Tubi

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Thursday, March 24, 2022

With streaming growing in popularity, especially over the last few years, it seems like every media company has come out with their own streaming platform or has at least acquired one. This blog will focus on everything you need to know about FOX’s free streaming platform, Tubi TV, along with advertising opportunities on the platform.

What is Tubi TV?

Tubi TV is FOX’s free, ad-supported streaming platform. It is a broad content streaming app, which means its content ranges from deals with networks, partnerships with other streaming channels, and original content they produce.²  The platform has more than 40,000 films and TV shows, over 100 local and live news channels, and 250+ entertainment content partners.¹ Their vast catalog and variety of content available provide something for everyone to enjoy (plus, it’s free!). It’s no wonder there are so many Tubi streamers. 

Who are Tubi Streamers?

With 51 million monthly users on Tubi¹, there is a lot to break down about this diverse streaming audience. 42% of their streamers identify as multicultural. 82% of these streamers watch content on a TV screen³. 69% live in households that do not subscribe to cable TV.² Tubi users are, on average, at least 20 years younger than traditional TV audiences.² While their viewers are comprised mostly of a younger demographic, Tubi has been growing in popularity with the 35 to 54-year-old age group.¹ This group is increasingly becoming cord-cutters, meaning they previously had cable but have canceled and now exclusively stream their content. The cord-cutters segment has been growing as cable TV prices have been rising. But don’t stop your linear TV advertising just yet!

How does Tubi TV Overlap with Traditional Media?

There are a number of people streaming Tubi TV who use both streaming and cable to consume content. Even though “56% of Tubi streamers can’t be reached on linear channels through traditional means, such as cable, satellite, or fiber-optic TV”¹, this means that 44% of Tubi’s audience can be found on these channels. There are a few types of content that are still drawing people to traditional TV, including live sports, reality TV, and live news.¹ Spoilers are one of the biggest incentives getting people to pay for cable TV and streaming services.¹ When you can’t watch your favorite team play live or an episode of a show at the exact time it airs, scrolling through social media can spoil the outcome of the game or what happens in the show before you get a chance to watch it. There are still fans of the content that airs on traditional TV who don’t watch it live. Tubi’s Audience Report notes that “more than 4 in 5 [Tubi streamers who do not have a linear TV subscription] still consume content from a traditional TV outlet, such as ABC or BRAVO”.¹ This audience likes to “watch what they want when they want, Cord-free”¹, which is why you want to make sure you’re advertising on Tubi.

Advertising on Tubi TV

Advertising on streaming platforms is a way to reach those in your audience that do not subscribe to cable and would be hard to reach otherwise. With the volume of monthly users, advertising on Tubi TV can allow you to reach your audience at scale. They offer “flexibility and ease to reach massive incremental audiences everywhere” with “unprecedented access to new audiences, content and experiences”.² While there are ads on Tubi, there are far less than there are on cable TV. The lighter ad content means streamers are only seeing four to six minutes of ads³ versus almost 16 minutes of ads on cable TV. Fewer ads may not sound appealing to advertisers, but it should! One major benefit is less competition for attention during a shorter commercial break, making them more likely to focus and engage with the brand. This is one of the many reasons streaming has taken off in recent years and will continue to grow. 

Upcoming Trends for Streaming

Digital advertising is changing rapidly, and streaming is now an important platform to reach your audience. Here are some of the top upcoming trends for streaming:

  • Streaming is set to become the fastest-growing video format.¹
  • Audiences on free streaming services are growing faster than those on paid services.¹
  • Older, higher-income audiences will start to use ad-supported video-on-demand services, like Tubi TV.¹
  • Each free streaming platform will garner its own loyal audience that cannot be reached on other platforms.¹
  • Most importantly, streaming audiences are becoming more receptive to ads.¹

With streamers being more receptive to advertising, there has never been a better time to contact us or set up an appointment today!

SOURCES:

  1. https://media.foxadsolutions.com/wp-content/uploads/2022/02/08220546/Tubi_The-Stream_Audience-Report_2022-.pdf
  2. Tubi TV Internal Source
  3. https://media.foxadsolutions.com/wp-content/uploads/2021/02/29154706/Tubi-for-Advertisers-Overview-One-Sheet_JUNE-2021-.pdf

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